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Own brand name targeting

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Do you reccomend use my own brand name as a keyword? Why should I pay for the keyword where I am at 1st position via organic search..?

4 Expert replyverified_user
Marked as Best Answer.
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Accepted by Alys (Google Employee)
September 2015

Re: Own brand name targeting

[ Edited ]
Top Contributor
# 2
Top Contributor

Hi Lukas,

 

Welcome to the community Smiley Happy

 

I will definitely recommend you to use your brand name as keywords in your campaign. Some of the few advantages are.

 

It will enhance your brand image. With your paid search ad along with your organic search you will occuppy the top part of your branded search result. Increaasing brand visibility.

 

Customized message - With your paid search ads, you can give the latest information to the customers about your brand. It can be a new promotional/seasonal offer, information about a new product or service or something else.

 

Guiding a visitor to the most suitable landing page - You can send a user to a specifically designed landing page with the latest information and offers. This will help to increase conversions from brand searches.

 

And above all, it will help you to get most of the traffic, generating from your brand searches. This will help to protect your brand name from competitors who may use your brand term as a keyword.

 

Hope this helps,

 

Info

Marked as Best Answer.
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Accepted by Alys (Google Employee)
September 2015

Re: Own brand name targeting

Top Contributor
# 3
Top Contributor

GREAT question. The answer... Absolutely! Studies suggest that bidding on your own brand terms actually INCREASES your CTR in organic search.

 

I wrote this article YEARS ago and it's still true:

http://www.redflymarketing.com/blog/5-reasons-you-should-be-bidding-on-your-company-name/

 

There's also the reasons of quality score. I don't think I need to go into this one.

 

Here's another 8 reasons:

http://www.roirevolution.com/blog/2011/06/rethinking_branded_ads_in_paid_search.php

 

Also, another excellent set of reasons from Aaron Wall:

http://www.seobook.com/adwords-brand-kewords

 

So while you may feel like you are paying for traffic that you already own, you're FAR better off paying the pennies for the clicks. The benefits FAR outweigh the costs.

 

 

 

Marked as Best Answer.
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Accepted by Alys (Google Employee)
September 2015

Re: Own brand name targeting

Top Contributor
# 4
Top Contributor

Hello LukasK; Welcome;

This is a nice question.

 

Experience and research showed that paid advertising increase incremental clicks;

 

 

Google found that :"Surprisingly, even when advertisers show up in the number one organic search result position, 50% of clicks they get on ads are not replaced by clicks on organic search results when the ads don’t appear.

 

Read a summary of the research :

Google Research: Even With A #1 Organic Ranking, Paid Ads Provide 50% Incremental Clicks

And the full research :

http://googleresearch.blogspot.co.il/2011/07/studies-show-search-ads-drive-89.html

 

Though you could argue that Google's research might be biased, the numbers are statistically significant. So, even if they vary slightly, the conclusion does not change.

 

-Moshe

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Marked as Best Answer.
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Accepted by Alys (Google Employee)
September 2015

Re: Own brand name targeting

Top Contributor
# 5
Top Contributor

Hey LukasK,

 

This has been always been a very debatable topic. Great suggestions above.

I would always recommend targeting your brand terms specially if you have competitors showing up their ads.

 

Info said - customised messaging and targeted landing page. Totally agreed.

Dave and Moshe have given you a few excellent links! YOu must read those.

 

Moshe also mentioned the incremental clicks that you would receive if your ad shows up besides your organic listing. 

Heres an infographic by Google you may want to see: http://googleresearch.blogspot.in/2012/03/impact-of-organic-ranking-on-ad-click.html

 

Just quoting Google here:

"For advertisers whose organic search results are in the 2nd to 4th position, 81% of ad clicks are incremental. For advertisers appearing in organic position of 5 or lower, 96% of ad clicks are incremental."

Source: http://www.thinkwithgoogle.com/insights/library/studies/impact-of-ranking-of-organic-search-results-...

 

All in all i think it is important for you, your brand and your business that you show up on your own brand terms. Smiley Happy

 

All the best!

Cheers,
Shweta

AdWords Top Contributor
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Re: Own brand name targeting

Explorer ✭ ✭ ☆
# 6
Explorer ✭ ✭ ☆

You should only bid on your trademarks if your competitors are bidding on it. Some will tell you they see increases when you bid on your own brand but others will tell you differently. It's more of a business decisions and based off of facts gathered from data you will be able to tell what's the right decision for your business. Smiley Happy

Re: Own brand name targeting

Visitor ✭ ✭ ✭
# 7
Visitor ✭ ✭ ✭
The incremental study is impressive, but how can you really measure this in your own case? Organically, you can't really measure branded organic traffic because Google does not provide a proportion of that data, and over the time, the proportion of data provided is not stable.

Re: Own brand name targeting

[ Edited ]
Visitor ✭ ✭ ✭
# 8
Visitor ✭ ✭ ✭

I completely agree with this. It's a big defense play and increases exposure by using your brand name as a keyword. It's a strategy that we have been using for years: http://uluad.com/ppc/.   

Thanks for sharing,

Josh/Owner of uluad

 http://uluad.com